and they’ll reap rewards when they realise copy is not four-letter word

Jim Davies’ article (Opinion, DW 9 February) rightly applauds Orange and the small number of design groups that recognise the value of decent copywriting. He captures too the apathy of the majority which consider copy to be a four-letter word.

Long may they hold this blinkered view, I say, because it gives “editorially-led” design groups genuine competitive advantage.

Writers develop an intimate understanding of clients’ brand personalities and the key messages they seek to impart. When designers understand this, they have a greater chance of producing work that is relevant and effective. When they ignore it, their work is as useful as an ashtray on a motorbike.

Copywriters can provide the edge smaller design groups are so desperately seeking. Good writers develop valuable strategic insights. They put flesh on creative briefs. They take on the writing responsibility that clients prefer to avoid. And they even spot the typo on the front cover (before the client sees it).

John Rafferty

Managing director

The Rafferty Consultancy

john.rafferty@lineone.net